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The Devaluation Effect: Activating a Need Devalues Unrelated Objects

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  • Brendl, C Miguel
  • Markman, Arthur B
  • Messner, Claude

Abstract

It is commonly assumed that an object capable of satisfying a need will be perceived as subjectively more valuable as the need for it intensifies. For example, the more active the need to eat, the more valuable food will become. This outcome could be called a valuation effect. In this article, we suggest a second basic influence of needs on evaluations: that activating a focal need (e.g., to eat) makes objects unrelated to that need (e.g., shampoo) less valuable, an outcome we refer to as the devaluation effect. Two existing studies support the existence of a devaluation effect using manipulations of the need to eat and to smoke and measuring attractiveness of consumer products and willingness to purchase raffle tickets. Furthermore, the evidence suggests that consumers are not aware of the devaluation effect and its influence on their preferences. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Brendl, C Miguel & Markman, Arthur B & Messner, Claude, 2003. "The Devaluation Effect: Activating a Need Devalues Unrelated Objects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 463-473, March.
    • Handle: RePEc:oup:jconrs:v:29:y:2003:i:4:p:463-73
    DOI: 10.1086/346243
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    Cited by:

    1. Inesi, M. Ena, 2010. "Power and loss aversion," Organizational Behavior and Human Decision Processes, Elsevier, vol. 112(1), pages 58-69, May.
    2. Witt, Ulrich & Binder, Martin, 2013. "Disentangling motivational and experiential aspects of “utility” – A neuroeconomics perspective," Journal of Economic Psychology, Elsevier, vol. 36(C), pages 27-40.
    3. Antoine Soubeyran, 2022. "Variational rationality. Self regulation success as a succession of worthwhile moves that make sufficient progress," Working Papers hal-04041238, HAL.
    4. Jacob Lund Orquin & Jacob Dalgaard Christensen & Carl-Johan Lagerkvist, 2020. "A meta-analytical and experimental examination of blood glucose effects on decision making under risk," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 15(6), pages 1024-1036, November.
    5. repec:cup:judgdm:v:15:y:2020:i:6:p:1024-1036 is not listed on IDEAS
    6. Kurt Carlson & Chris Janiszewski & Ralph Keeney & David Krantz & Howard Kunreuther & Mary Luce & J. Russo & Stijn Osselaer & Detlof Winterfeldt, 2008. "A theoretical framework for goal-based choice and for prescriptive analysis," Marketing Letters, Springer, vol. 19(3), pages 241-254, December.
    7. Li, Xiuping & Lu, Qiang & Miller, Rohan, 2013. "Self-medication and pleasure seeking as dichotomous motivations underlying behavioral disorders," Journal of Business Research, Elsevier, vol. 66(9), pages 1598-1604.
    8. Cammy Crolic & Chris Janiszewski, 2016. "Hedonic Escalation: When Food Just Tastes Better and Better," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 388-406.
    9. Antoine Soubeyran, 2023. "Variational rationality. Self regulation success as a succession of worthwhile moves that make sufficient progress," AMSE Working Papers 2307, Aix-Marseille School of Economics, France.
    10. Sanjay Jain, 2009. "Self-Control and Optimal Goals: A Theoretical Analysis," Marketing Science, INFORMS, vol. 28(6), pages 1027-1045, 11-12.
    11. Relling, Marleen & Schnittka, Oliver & Sattler, Henrik & Johnen, Marius, 2016. "Each can help or hurt: Negative and positive word of mouth in social network brand communities," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 42-58.
    12. Aner Tal, 2021. "Wanting More, Seeing Less: Hunger Reduces Calorie Evaluations," IJERPH, MDPI, vol. 18(23), pages 1-12, November.
    13. Frank Goedertier & Kristof Geskens & Maggie Geuens & Bert Weijters, 2012. "Increasing choice satisfaction through goal-based labeling," Marketing Letters, Springer, vol. 23(1), pages 119-136, March.
    14. Thomas, Veronica L. & Mangus, Stephanie M. & Bock, Dora E., 2023. "Would you do me a favor? How salesperson favor requests positively affect consumers’ perceptions of negotiations☆☆," Journal of Business Research, Elsevier, vol. 155(PA).
    15. Stijn Osselaer & Suresh Ramanathan & Margaret Campbell & Joel Cohen & Jeannette Dale & Paul Herr & Chris Janiszewski & Arie Kruglanski & Angela Lee & Stephen Read & J. Russo & Nader Tavassoli, 2005. "Choice Based on Goals," Marketing Letters, Springer, vol. 16(3), pages 335-346, December.
    16. Remi Trudel & Jill Klein & Sankar Sen & Niraj Dawar, 2020. "Feeling Good by Doing Good: A Selfish Motivation for Ethical Choice," Journal of Business Ethics, Springer, vol. 166(1), pages 39-49, September.
    17. Michael J. Dorsch & Kjell Y. Törnblom & Ali Kazemi, 2017. "A Review of Resource Theories and Their Implications for Understanding Consumer Behavior," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 5-25.

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